Is This New BlackBerry ad RIM’s Best Ever?

If BlackBerry 10 is, in fact, a big technological leap, will the company be able to communicate that to the public and win back market share in the United States,as new CEO Thorsten Heins says is his intention?

In anticipation of the release of the new BlackBerry 10 devices, things are changing pretty quickly at Research in Motion these days. Just last week saw the company fill two major roles, with the appointment of Kristian Tear as chief operating officer and Frank Boulben as chief marketing officer.

Despite not yet having a release date, it’s clear RIM management is gearing up for the release of devices featuring its new BlackBerry 10 OS, which it believes will get the struggling company back in the game.

But if BlackBerry 10 is, in fact, a big technological leap, will RIM be able to communicate that to the public and win back market share in the United States, as new CEO Thorsten Heins says is his intention? Last week, we spotted this ad out of Australia, which some said was the beginning of the new BlackBerry 10 campaign. But then this ad emerged out of the UK this week, and some are calling it the best BlackBerry ad ever.

The new ad, which takes a wholly different approach from the “Be Bold” campaign comes with the following tag:

“We believe life’s made up of two kinds of people. Those content to go with the flow, and those who grab life with both hands. If you are someone who seizes opportunities, asks the questions, makes things happen, BlackBerry is designed for you.”

About Nick Waddell

Cantech Letter founder and editor Nick Waddell has lived in five Canadian provinces and is proud of his country's often overlooked contributions to the world of science and technology. Waddell takes a regular shift on the Canadian media circuit, making appearances on CTV, CBC and BNN, and contributing to publications such as Canadian Business and Business Insider.